A primary aspect in analysing the effectiveness of communication is that of understanding the stakeholders. Stakeholders are not just recipients of a communication channel, but in an efficient communication system are also the senders. Stakeholders are employees, suppliers, customers, business partners, investors or shareholders of Sephora. There are both internal and external stakeholders and their needs and attitudes with respect to the business have to be met. Employees are organization’s internal stakeholders, and organizational public and internal communication will have an impact on their performance.
Now, as of its current state, Sephora intends to present an all-round experience to its customer and has beauty studio’s with beauty tip workshops in some of its locations. They want to embrace online strategy and at the same time add value to their offline stores. According to Yeh-the Senior VP of Marketing, Sephora, the “Sephora Studio is meant to play host to more of an inclusive neighborhood feel” (Yeh, 2017, para. 15). The employees that work with these customers are usually well trained. In fact, Yeh claims the employees are given additional training and certification than would be expected in peer companies. As opposed to written communications which can lead to ambiguity, training can be considered as a form of direct communication on what is expected from the employee. A training program results in direct face to face communication and it allows the trainer or leader to interact with the employee and this form of communication in addition to achieving the training benefits will also add credibility to communication.
The implication of this training and extra emphasis on performance shows Sephora is clear about what it expects from its employees. Communication is about creating a positive relationship with the people within the organization. Public communication as shared across annual reports or media reports must match the form of communication that happens internally, and only then individual performance would improve. As identified in media reports, the VP of the firm states that the firm is bent or adapting to the offline to online retail strategy, and the VP of Marketing confirms that communication on the same is clearly sent out to employees, and they are trained and certified in the same. Thus, this shows that the public communication and internal communication have ended up being consistent. Rose (2005) identifies how the use of general letters or a memo will not be sufficient communication the employee. Communication has to be personal at times and consistent. The external public communication of the company has been met with internal aspects as well and this is a positive point in communication strategy of Sephora.